Licensing Expo was exactly what the kids industry needed after a few years of stagnation and struggle, according to attendees.

The annual licensing market drew more than 12,500 attendees and 1,500 retailers, according to trade publication License Global (owned by Informa Markets, which runs the expo). The event also hit a record 410 exhibitors (last year had 381). But beyond the numbers, the market just had good vibes.

Despite broader economic challenges, such as tariff uncertainty, global conflict and consumers’ price sensitivity, there was plenty of hope on the market floor, attendees tell Kidscreen, a sign that the industry is heading into a strong year.

There were “a lot more retailers looking for brands,” says Steven Ekstract, a longtime licensing veteran (and co-author of Brand Licensing for Dummies).

The market felt busy and productive, adds J’net Smith, owner of All Art Licensing, which handles licensing for preschool series (and soon-to-be film) Zoonicorn. “People are ready, wanting to do business. They’re organized, they’re really glad to be here. I think it’s very positive.”

More broadly, there was a spirit of collaboration in the air, which the industry needs right now, says Cara Fano, VP of content strategy & operations at LA-based prodco HappyNest (Paris & Pups). “Even amid a challenging industry landscape, there was a shared willingness to think creatively, work outside traditional structures and build mutually beneficial relationships.” (Fano  has reason to be optimistic about outside-the-box projects; Paris & Pups, a YouTube-first series, is set to launch a toy line at Walmart this fall, a major milestone for the show, since it hasn’t even been a year since it premiered.)

Netflix also used the event to wave the flag for its licensing potential. In her keynote presentation, CMO Marian Lee noted the streamer proved with Stranger Things and KPop Demon Hunters that it could build franchises with long-term CP potential.

She also noted that licensing partners initially weren’t interested in KPop Demon Hunters before it became a megahit. “Nobody took a bet with us,” said Lee. But after the musical blew up in June, the surge in inbound licensing demand began. “The team had Halloween costumes [with Spirit Halloween] out there by October,” she said, noting that as an example of how the industry can be “nimble and agile”—and proof that partners should take the streamer’s IPs seriously next time.

Hot trends and categories 

The three-day event featured more than 5,000 brands, according to Licensing Expo, but there were a few stand-out categories and opportunities that stood out to attendees.

Steven Ekstract: Food & beverage collaborations are hot, as are anime, manga and kawaii. Nostalgia properties are having a moment. Plus, sports are “stronger than ever.”

Cara Fano: Collectible accessories (backpack clips, keychains, figurines) are “underscoring how community-building and collectibility continue to shape the industry.”

Mark Lubratt (creator of the Zoonicorn series and founder of the same-name company): Reboots, nostalgia and brand collabs were big topics at the market—as were conversations around integrating AI into the business.

Informa-owned License Global highlighted a few trends it spotted, too, including sports, gaming brands and the fact that more than a quarter (28%) of its attendees came from outside of the US. There were more attendees from Japan, China, Argentina and Spain this year, signalling that these markets are on the rise, and that the licensing industry is becoming increasingly global.

2026 outlook

These trends are taking a shape as the global licensing industry is seeing an upswing. Sales for licensing merch and services climbed to US$389.8 billion for 2025, up 5.4% from 2024, according to global trade org Licensing International.

The hope for the kids industry is that last year’s growth, and the optimism at the expo, translates into a strong 2026. “What stood out most,” says HappyNest’s Fano, “was the openness to pooling expertise across divisions, sharing best practices and learnings, and collectively workshopping solutions; a reflection of how motivated and ambitious people remain about finding innovative paths forward together.”

Image courtesy of Global Licensing Group.